Be disloyal

The disloyalty card- I like the sound of that. I love the idea behind it.

The generation X & Y are notorious for being fickled and disloyal, isn't it? Why not act just on that? Antics Studios initiated this witty campaign and brought together few of the best local coffee joints, to bring about greater awareness about specialty coffee in Singapore.

Simply chalk up stamps from any of these outlets- Jewel Coffee, Smitten, Jimmy Monkey, Loysel's Toy, Forty Hands, Oriole, Broers Café & SOHO Coffee, and you get a free cuppa from the first outlet you visited. Voila! That simple.

I think I fall right smack into their target group. I love coffee and I'm disloyal (to brands). I mean, there better be an extremely good reason why I remain loyal one brand when everyday sprouts a newer and better choice. To win me over, it has to be either a stone throwaway, or the barrista is uber cute/ hunky, or the coffee is bloody good (or even better, free).

Although one free coffee will most probably not convert me into a fan, but at least it exposes me to those cafes which I may not have heard of and may also give me jusssst a little nudge to try some of them.

Though witty and all, sadly the idea did not originate from Singapore. It stemmed from the 2009 World Barista champion, Gwilym Davies, who initiated the idea in his own cafe in London.